anatmoy of markets

markets are networks of productive and demanding realtionships
historically lots of costs of components of markets have been hidden - we do not see this as compatible with goals of sustainability generations

look at the biggest player in a market - what purpose would the world moss if this did not exist and is there a trasparent win-win audit inbteggrating the trust of any constituent who you beleve is critically sustained by their relationship (supply or demand) with market

markets can be analysed by 4 ;points of sale
sells a thing for sonsumption
sells a thing that is a component of another market's sale
sells a service ie main value is cuslomised by local human team (consider 2 types of franchose - those designed so most opr all value stays with the local serving team or their community; those where most value is extracted to some owner)
sells knowhow (ie value depends on whether buyer can iuse to co-create value)

markets also are defined by 1 what things need to be physically distributed eiether in making the thing to be sold or in delevering it 2 what is distributed electronically (ie has next to no exra costs of delivering once users access platform)

markets are also defined by costs of getting to know of specific purchase opportunity and who is seen to buy - part of fashion value- between 1950 to 2000 television advertising became an ever increasing cost in many markets -unsustainably so - note ecommerce markets offer an opportunity to go beyond markets where the main cost is advertising

where something has limited number of current sales- costs to te purchser may be defined by auction or other way supplier varies price

markets are also defined by costs of waste; waste can include addiction of people or depression of society caused by costly or intentionally low-trust marketers

markets can be impacted by both sensible regulations ( proof of safety before being sold) and political vested interests (usually disastrous to societies in long term)

markets can be impacted by cost of innovation - this depends on extent that innovation people really want is associated with market/purpose]]its worth checking in deep detail on diferences between thing, service and knowledge markst as many legacy assumption ois big thing production still impact ways marketing profession itself makes money (often in ways that do not proact with major social chnages that need sustainability may need)

for more detailed references see
world class brands; brand chartering; triple special issue of journal of maketing management 1999 - brand reality
chris.macrae@yahoo.co.uk